Closing a Clientby Dirk Zeller
Too often I see agents turn uncertain when it comes to getting a client to sign an agreement. It is that moment of indecision that causes agents to lose sales and listings. Here are a few thoughts that can take you over the threshold to more listings and sales.
You have to assume success. The Champion agents who assume that they are going to get a contract signed have much greater success. Don't go in asking for the business first. Assume you are going to get it, then ask.
Once you assume, then you must decide that you are going to get it done. Don't let anyone take you off the track towards your goal. I had a coaching session recently with a Champion agent. She was working with a problem buyer. The buyer was getting on her nerves. She had an appointment later that day to show the buyer a house that really fit her needs. I asked her a series of questions about the buyer. She concluded she needed to sell her this house tonight or cut her loose. I counseled her to assume and decide that she was going to get this lady sold. That evening she did exactly that. Her mental decision to take action with this client made the sale.
The next step is to keep asking. Don't be stopped by the first no. If you ever watch a four-year-old, no doesn't bother him. He will continue to ask until he gets a yes. Did you know that the average sale is made after five no-s? Do you stop before or after the fifth no?
Make sure to get a few yeses through trial closes along the way. Trial closes are the little yeses of agreement to the little things.
For a seller it could be:
Do you have a key ready tonight? Where in the yard would you like the sign to be put? Is this Tuesday all right for the Broker's open?
For a buyer it could be:
I noticed you both like the swing set. Should we ask for it in the offer? Do you want possession the end of this month or next? What is a convenient day for a home inspection for you both?
Trial closes build momentum. Momentum is crucial in any sales process. Most buyers and sellers would not jump in front of a train. That is what you are doing when you build momentum through trial closes. They may try to slow you down with a little objection. Just handle it and throw a little more coal in the furnace to get the train up to speed again. The coal is another trial close once the objection is handled.
The last is to keep writing and filling out the purchase or listing agreement. If they don't stop you, keep going. They have every opportunity to stop you or slow you down. If they don't jump on this opportunity, keep writing. In my experience, almost all prospects signed with me once I had finished the paperwork, and they will sign with you, too.
Closing a client is a step-by-step process. Practice these steps and your sales volume will increase dramatically. You won't have to resort to phrases of manipulation. It's like the life insurance salesperson who told the prospect, "Now, don't let me pressure you. Sleep on it tonight, and if you wake up in the morning, you can give me a call."
Real Estate Champions offers a unique Personal Performance Coaching System - the only program in the nation to provide individualized training to the producers and production leaders of the real estate sales industry.